In the refrigerator industry in 2018, the cost pressure on the supply side and the overall lack of demand side were still explored. However, the refrigerator company is slightly gratified that although the sales trend is still not shocking, but sales are happy to turn around. Behind this, there are both new products and technical designs, as well as the value of brand, channel and service. In the face of mixed industry situation, Wang Lei, vice chairman of the China Household Electrical Appliances Association, said at the "2018 China Refrigerator Industry Summit Forum" recently that there are still many uncertain factors in the refrigerator market in 2018, and the more the industry is in the midst of confusion. In the period, it is necessary to accelerate the pace of transformation and upgrading, to participate in market competition by improving product strength and added value, and to satisfy consumers' different demand preferences through differentiated functions and designs, so that it is possible to maintain a dominant position in market competition.
The quantity is stable and upgraded to the “new normalâ€.
After the peak of the market in 2013, the refrigerator industry entered the sideways adjustment channel, and the number of shares and the number of shares fell for the third consecutive year in 2014-2016. However, in 2017, the refrigerator market ushered in a long-lost turn.
Avi Cloud (AVC) omnichannel data shows that in 2017, the national retail sales of refrigerators was 33.76 million units, down 0.6% year-on-year, and retail sales was 93.9 billion yuan, up 3.9% year-on-year. This is the first time in the past four years, the retail sales of the refrigerator market has achieved positive growth for the first time.
In 2018, the refrigerator market continued the "new normal" of steady growth. Ouwei Cloud's omni-channel data shows that the retail volume of China's refrigerator market in January-April 2018 was 9.2 million units, down 3.2% year-on-year, and retail sales was 28.1 billion yuan, up 5.0% year-on-year. In the recent survey of China National Grid, most refrigerator companies expressed cautious optimism about the 2018 refrigerator market.
"On the one hand, the market environment remains relatively stable, and on the other hand, the consumption upgrade dividend is continuously released." Zou Wenhui, general manager of Meiling's domestic marketing division, believes that although unfavorable factors such as rising raw material prices and real estate regulation still exist, Under the support of factors such as product replacement and continuous optimization of product structure, the refrigerator market in 2018 is still promising.
“Whether it is increasing or decreasing, the sales volume of the domestic refrigerator market will not change much, and the growth trend of sales is relatively certain.†Wang Xianju, general manager of TCL White Appliances Division, said that the market sales volume has changed little. Sales are showing a gratifying growth momentum. The main reason behind this is that the product structure optimization under the consumption upgrade dividend has driven the improvement of the average price of products. Enterprises should seize the opportunities in the terminal market to provide more accurate supply.
According to the forecast data of Aowei.com, the retail volume of the refrigerator market in 2018 will reach 33.96 million units, an increase of 0.6% year-on-year. The retail sales will reach 97.8 billion yuan, a year-on-year increase of 4.1%.
The market for refrigerators is relatively stable, but the competitive landscape of enterprises is a "stimulus battlefield." The monitoring data of the Ovi cloud network shows that the market share of the TOP5 brand of refrigerators in the first quarter of 2017 was 72.6%. By the first quarter of 2018, the market share of the TOP5 brand had reached 77.6%.
Guo Meide, vice president of Aowei Cloud Network, said that in the case of comprehensive cost and continuous pressure, cross-border brands rush to eat cakes, the scale advantage of mainstream enterprises and the competitive advantage of high-end market are prominent, and the survival of small and medium-sized brands is facing the danger of shuffling out. .
Faced with the trend of increasing industry brand concentration year by year, many refrigerator companies believe that the refrigerator industry has developed to the final stage. Focusing on endogenous growth and improving comprehensive strength will be a long-term competitive strategy for enterprises. Wang Lei told the Economic Daily-China Economic Net reporter that "the final stage of competition is the comprehensive strength of the enterprise, and the ability of research and development, innovation, marketing, and supply chain integration are indispensable."
Channel empowerment fully assists regional market demand release
In the case of the overall stability of the domestic refrigerator market, the online market continued to triumph, providing a strong support for the stable development of the refrigerator industry. According to data from Aowei.com, the retail volume of refrigerators in the online market in 2017 was 12.23 million units, up 28.1% year-on-year. The retail sales amounted to 23.1 billion yuan, up 37.6% year-on-year. From January to April 2018, the online retail volume of refrigerators was 3.35 million units, an increase of 19.3% year-on-year, retail sales of 7.1 billion yuan, an increase of 43%.
Sun Zhitao, general manager of Jingdong Household Appliances Ice Washing and Selling Department, believes that the high growth trend of the online market will continue to be maintained. On the one hand, with the opening up of e-commerce platforms, channel sinking, service upgrades, and marketing upgrades, On the other hand, the main consumers of traditional channels gradually turn to and are accustomed to online shopping, while high-income consumer groups and young new forces are pushing the online product structure to escalate. Even during the period of the promotion, the proportion of sales of mid- to high-end refrigerator models has also increased significantly, showing that the online market consumption upgrade trend is obvious.
According to the data released by Jingdong Household Appliances, from the price point of view, the sales of refrigerator products of 3,000 yuan and above are increasing, and the sales growth is faster than that of the previous year. From the perspective of the door structure, it is represented by the cross-cut and multi-door refrigerator. The mid- to high-end refrigerators continue to be popular; from the market-level sales situation, the proportion of sales in the fourth, fifth and sixth-tier markets continued to rise, and sales maintained a relatively high growth rate.
Sun Zhitao said that Jingdong Home Appliances will continue to vigorously develop channel sinking projects in 2018, which is also an important opportunity for manufacturers to expand sales.
In the recent survey of China National Grid, the responsible person of the relevant refrigerator companies also said that compared with the relative stagnation of the first, second and third-tier markets, the fourth, fifth and sixth-tier markets still have great development potential, the whole industry. The investment in channel sinking projects has increased significantly.
According to Guo Meide, the traditional low-volume explosions in the provinces and the release of potential demand in the rural township market have also made a great contribution to the stable development of the refrigerator market.
According to the monitoring data of Ovi Cloud, the retail sales of Guangxi, Henan, Jiangxi, Ningxia, Shanxi and Xinjiang increased respectively compared with the year-on-year growth of 2.1% in the first to third grades of the country from January to April 2018. 10.8%, 6.2%, 12.1%, 10.5%, 7.0%, 14.9%. In the case of the country's township market retail sales increased by 5.8% year-on-year, the retail sales of Fujian, Guangxi, Guizhou, Hunan, Jiangxi, Inner Mongolia, Ningxia, Shandong, Shaanxi, and Tianjin townships increased by 17.6%, 9.1%, 16.0%, and 9.6, respectively. %, 24.2%, 16.6%, 51.3%, 10.6%, 12.9%, 11.8%.
The product structure continues to be optimized and returned to the preservative
Refrigerator companies agree that consumption upgrades drive product structure optimization is the most important driving force in the refrigerator industry at this stage. Pay attention to the improvement of product quality and service level, pay close attention to the healthy consumption boom, carry out innovation and upgrade of preservation technology, optimize the intelligent ecological consumption experience and integrate into the smart family system, and continuously meet the demand preferences of segmentation. It is the refrigerator industry constantly satisfying people's growing and beautiful life. An important path needed.
In recent years, with the increase of national disposable income and the expansion of the middle class and young consumption power, household appliance consumption has changed from universal consumption to improved consumption, healthy preservation, large capacity, intelligence, air cooling, frequency conversion, and beautiful appearance. Mid- to high-end refrigerator products continue to be popular.
However, according to Guo Meide, the air-cooling and frequency conversion technology configurations are gradually saturated, the market penetration is basically completed, and the structure of the large-capacity refrigerator volume segment tends to be stable. The more striking is the in-depth advancement of differentiated door innovation. The multi-door products continue to interpret the temperature zone, and gradually develop towards the "three-door" and "four-door", and actively help consumers to manage the partitions to meet the growing demand for refined storage.
"Storage in the refrigerator is no longer limited to fish, fruits and vegetables, women's masks, men's tea, old people's medicines and other storage needs, providing a new development path for the refrigerator industry." Many refrigerator companies believe that partition storage Fresh has gradually become an important decision factor for consumers to purchase refrigerator products, and will also become a standard technical function of high-end refrigerator products.
In fact, after a variety of differentiated selling points took turns, the technology and design of the sleek technology used to slow down the sales of refrigerators, and companies have returned to the essence of refrigerator products to innovate and upgrade the preservation technology.
For example, Haier's full-space fresh-keeping refrigerator is equipped with the first fine-control micro-channel technology and intelligent constant temperature technology, which solves the temperature fluctuation of the refrigerator and causes the food preservation environment to destroy the nutrient loss and the freezer meat meat whitish, dry, thawed, bleeding water, etc. The problem is that the Bosch appliance Vita fresh-keeping refrigerator can accurately control the temperature and humidity, effectively extend the fresh-keeping period, and can achieve antibacterial fresh refrigerating with the platinum net air system; the beautiful refrigerator micro-crystal fresh technology can make the meat ingredients have "chilled no The ideal effect of frozen, fresh meat ready to eat and "long-term long-lasting preservation, no loss of nutrition"; Meiling M fresh-life refrigerator uses water molecules to activate fresh-keeping technology, which can solve the traditional refrigerator fresh-keeping time, thawing blood, and bagging preservation Poor and other consumption pain points; Rongsheng refrigerator is equipped with all-ecological sterilization technology and full-time super-quiet technology, which can provide super-quiet enjoyment to the family while providing the ultimate health and preservation experience; TCL integrated frequency air-cooled refrigerator equipped with intelligent wind system, ATT negative oxygen Ion fresh technology and dry and wet storage space, can achieve 2 minutes of rapid cooling 1 ° C, 7 days water retention rate of 92% or more; Samsung Road The private kitchen refrigerator maintains the indoor temperature balance through the metal cooling technology, and can quickly balance the temperature fluctuation caused by opening and closing the refrigerator door. The refrigerator industry's fresh-keeping technology achievements are all in full bloom, providing a strong support for the improvement of consumer experience.
For the evolution of smart selling points and the strong return of fresh selling points, Zou Wenhui said that intelligent home appliances is a major trend in the industry, but the landing of smart refrigerator scenes needs to overcome some obstacles, and the return of fresh selling points is just the right time.
“The integration of intelligent technology and preservation technology will help to greatly improve the operational efficiency and control accuracy of the fresh-keeping system.†Chen Yafei, director of the marketing department of Midea Refrigerator Domestic Marketing Company, believes that the intelligent experience of the refrigerator needs to be improved. The combination of intelligence and preservation at the technical application level is an important path to improve the overall preservation level and experience of the refrigerator.
Lu Shenghua, editor-in-chief of China National Grid, said that after nearly 40 years of rapid development, China has become the world's largest refrigerator market and exporter, with the foundation and innovation ability to lead the development of the global refrigerator industry. Now, China's refrigerator industry has gradually entered the "second half", the scale of production and sales will be stable, upgrading and structural upgrading has become the main theme of industry development; at the enterprise operation level, user-centered value orientation will also take the lead; The brand concentration will be further enhanced, the product form will further evolve, and new channel forms are also in the pipeline.
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